Primark aims to include all its lowest-priced T-shirts in its A/W essentials range under the Primark Cares label from this month onwards. The brand will incorporate cotton in all its lowest price T-shirts from menswear and kidswear ranges from Sustainable Cotton Program the largest of its kind of any fashion retailer.

As per a new research by Primark, around 35 per cent of UK consumers have expressed concerns over the cost-of-living crisis that prevents them from shopping more sustainably. This rises to 45 per cent amongst 18-34-year-olds.

Of the 33 per cent consumers in the 18-34-years-age bracket and 14 per cent in 35-54-year-olds say they prioritize sustainability over style when building their wardrobe. Nearly 46 per cent of those young people who care most about shopping sustainably don’t know where to find these options or how to style them

This younger age group is savvier than the previous generation of 35-54-year-olds at using hacks to dress more consciously on a budget. Around 31 per cent of them are building a capsule wardrobe and swapping while 41 per cent are selling clothes

Primark is working with fashion influencer Laura Byrnes to raise awareness of its Primark Cares label and inspire people to build a more sustainable capsule wardrobe for less, by styling up its Primark Cares essentials with the items they have in their closets already.

Almost 40 per cent of Primark clothing is already made from recycled or more sustainably sourced materials, and the fashion retailer has committed to making that 100 per cent of its clothing by 2030.